Disney Institute Helps Transform Toys R Us Into a Maker of Magic

Type: Case Study

Toys "R" Us struggles like other retailers with widespread growth, managing increasing expansion into additional product lines and cultures, the impact of e-business, and frenetic competition from mass merchandisers. Several years ago, the company had the realization that yesterday’s proven strategies were not enough to maximize sales potential. It looked to shift the organizational culture to a more sales and service orientation.

The company hired a new Director of Guest Relations, and thus began a long odyssey of customer focus groups, cost-benefit analysis, and development of a mission statement, associate behaviors and key drivers for achieving a delightful guest experience. This culminated in a far-reaching investigation of training companies, consultants and other organizations that could help move the company forward toward the desired cultural change.

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"I came to Disney Institute's open enrollment program on 'The Disney Approach to Customer Loyalty.' In the middle of the first day of the 3 ½-day seminar, I knew I had finally found my solution."